First National Bank Social Media Strategy: Detailed Analysis Report

This report analyzes the social media strategies of First National Bank (FNB), examining their customer engagement, brand promotion, and online security measures. The report highlights FNB's responsiveness to customer queries, the CEO's active social media presence, and the benefits derived from their social media investments, such as increased brand popularity and revenue generation. It also explores lessons learned, emphasizing the importance of listening to customers, identifying influencers, and developing a tailored content strategy. The report recommends that FNB prioritize online security and technological advancements to maintain their competitive edge in the digital marketing landscape. The analysis provides a comprehensive overview of FNB's social media approach, offering insights into their successes and areas for improvement, ultimately positioning them as a model for other organizations in the banking sector.

Running head: MANAGEMENT COMMUNICATION
Management Communication
Name of the Student
Name of the University
Author Note

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TO: Lana Strydom, Head Digital Marketing and Media, FNB
FROM: Student Name
DATE: 10 January 2018
SUBJECT: Social Media Strategies of First National Bank
As you requested, I have conducted primary and secondary research to analyze the
management of social media (SM) strategy and to recommend ways in which First National
Bank (FNB) can manage its ongoing SM strategy. The purpose of this writing is to help FNB to
analyze the social media marketing strategies of First National Bank and to help the organization
in retaining its position in the market and to suggest some additional steps to improve its social
media marketing strategies. My thesis is that The First National Bank needs to improve its
internet security if the company wants to continue its progressive social media strategy. This
thesis has been developed in terms of four headings:
Social Media Policies Adopted By FNB to Engage With Their Customers
Paying attention to the queries of the customers and responding to those queries in time
is one of the most important strategies of FNB (Iveycases.com 2018). Responding to the queries
of the customers is the primary requirement of the banking organizations; if they stop paying
attention to their customers then the bank will lose the loyalty of their customers. FNB monitors
their social media accounts for most of the time throughout the day “Employing a team of social
media writers from public relations, copywriting, and similar backgrounds in a shift from 6 a.m
until 10 p.m seven days a week, including holidays, meant that FNB was able to maintain an
active voice in the community” (Iveycases.com 2018, pp- 7). Their responsiveness makes their
social media marketing strategy a success. The opinions and requirements of the customers

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matters the most when it comes to social media marketing. The core values of FNB consist of
helping the customers (Iveycases.com 2018, pp- 5). The social media provides an opportunity for
promoting the brand’s core values by constantly helping the customers through the social media
(Mazinter et al. 2015). Generally, the CEO of companies is not approachable and they do not
respond to tweets and chats, but the FNB CEO Michael Jordan maintains a notable presence in
the social media (Iveycases.com 2018, pp- 4). He responds to tweets and remains quite active in
the twitter. This approach affects the brand image positively.
Benefits Obtained By FNB by Investing In Social Media Marketing
FNB launched an app which helped the customers to access the services of the bank
easily thus increasing publicity of the bank. Due to the bank’s prominent social presence and
their prompt response to the customers, FNB experienced a rise in popularity and their brand
name was promoted due to their progressive social marketing strategies (Iveycases.com 2018,
pp- 5). The company gained almost 100,000 new fans in their Facebook page when the social
media team created a game, which allowed the customers to learn about the products features in
an exciting way (Iveycases.com 2018, pp- 6). This led to generation of revenue for the bank,
which amounted to 6.1 million while the bank had to invest only 1.4 million in this strategy. The
Cool Revolution helped in upgrading the image of the bank in front of the employees and thus
helped in attracting and retaining the employees (Reynolds, Roberts and Meyer 2015, pp-25).
Lessons That FNB Can Learn About Developing Social Media Strategies
In the social media world, listening to what the people have to say is the key to achieve
success. Finding out the people who plays an important role in influencing the decisions of
others is important point that FNB can keep in mind. Monitoring the comments of the people and

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understanding what they have to say about the company, and acting on the comments will help in
improving the weak points (Peppard and Ward 2016). Understanding the needs of the customers
will help in developing goals of the business. One cannot promote their business by just
promoting their products or themselves, instead the customer needs should be addressed. The
approach to deliver the required content should be determined from the beginning. There should
be a proper media promotion plan, which must align with the requirements of the customers, and
the contents of the social media should be developed accordingly (Tuten and Solomon 2017).
The cost of using social media in order to promote the brand name is also very less and the
method is effective as within a short period of time the company can reach a huge number of
people and there is no need to pay different television channels for advertisements or to spend
money for promotional purposes.
Factors to be kept in mind by the organizations while following Social media marketing
(Recommendations)
Identifying the customers and targeting the specific groups of people through effective
use of the media platforms. Maintaining a concrete online security framework is important so
that confidential data of the company and its clients are kept secured (Jara, Parra and Skarmeta
2014). Choosing the correct media platforms is also necessary to reach the target customers.
Upgrading the technological aspects of the organization is also required to keep up with the latest
developments in the social media platforms (Scott 2015). Prompt response and user-friendly
interface is required to attract the customers and to hold their confidence.
To sum it up, the social media strategies adopted by the First National Bank have proved
to be immensely effective to promote their brand image and establish their superiority in the
digital marketing platforms. As mentioned in the thesis statement, to continue with their success

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with social media marketing strategies FNB needs to keep updating their technology and the
online security systems. Genuine anti-virus softwares should be used; the customers should also
be advised to change their passwords after each month. Following the above-mentioned
recommendations, FNB can enjoy the top position in the banking sector. The success of FNB can
be an example to the other organizations and other banking institutions to become a successful in
the field of digital marketing.

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Reference List:
De Bruin-Reynolds, L., Roberts-Lombard, M. and de Meyer, C. 2015. The traditional internal
marketing mix and its perceived influence on graduate employee satisfaction in an emerging
economy. Journal of Global Business and Technology, 11(1).
Iveycases.com. (2018). Ivey Publishing - Product View. [online] Available at:
https://www.iveycases.com/ProductView.aspx?id=68404 [Accessed 6 Jan. 2018].
Jara, A.J., Parra, M.C. and Skarmeta, A.F. 2014. Participative marketing: extending social media
marketing through the identification and interaction capabilities from the Internet of
things. Personal and Ubiquitous Computing, 18(4), pp.997-1011.
Mazinter, L, Kleyn, N, Goldman, MM & Lindsey-Renton, J 2015, Banking On Social Media.
Viewed 10 January 2018, <https://www.iveycases.com/ProductView.aspx?id=68404>.
Peppard, J. and Ward, J., 2016. The strategic management of information systems: Building a
digital strategy. John Wiley & Sons. UK.
Scott, D.M., 2015. The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John
Wiley & Sons. UK.
Tuten, TL. and Solomon, MR. 2017. Social media marketing. Sage.UK

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